Toyota Seeks to Produce More Enjoyable Cars with the Help of Others

Toyota is known for its lineup of sports cars, but the brand has faced challenges in justifying the development of new models due to shrinking market demand. In an effort to share development costs and ensure financial feasibility, Toyota has teamed up with Subaru for the GR86/BRZ and with BMW for the Supra/Z4. As Gazoo Racing President Tomoya Takahashi explained, Toyota recognizes the need for collaboration with other brands to continue producing fun cars for enthusiasts. The brand is looking into potential partnerships with other automakers for future sports car projects.

While the launch of a new sports car in the near future seems unlikely, there have been recent sightings of a Toyota GR GT3 race car prototype at Spa-Francorchamps. This prototype is expected to spawn a road-going Lexus version called the “LFR,” featuring a V-8 engine with turbochargers. Takahashi emphasized that the mission is not for Toyota to survive alone, but to protect and satisfy car enthusiasts. The collaboration between brands allows for the sharing of costs and resources, making sports car projects financially viable. It is rumored that Toyota may collaborate with Mazda to develop new models, given their existing partnership on internal combustion engine technology and Toyota’s stake in Mazda.

In October 2023, Toyota Chairman Akio Toyoda hinted at a potential revival of the Celica, but the absence of spy shots suggests that a market launch is still years away. Before introducing another niche sports car, GR may focus on expanding its lineup to include a performance SUV to cater to families. The goal for GR is to offer a range of fun cars rather than solely focusing on high-speed vehicles. While an all-Toyota sports car may not be on the horizon, there are possibilities for collaboration with Mazda to develop new models that meet stricter emissions regulations and leverage Toyota’s hybrid expertise.

Despite challenges with the sports car market, Toyota is committed to continuing its legacy of producing exciting and performance-oriented vehicles. The recent updates to the GR Yaris and the forthcoming release of a hotter GRMN derivative of the Supra demonstrate the brand’s dedication to delivering thrilling driving experiences. With a focus on collaboration and innovation, Toyota is poised to adapt to evolving market demands and continue to offer a diverse range of vehicles for enthusiasts and drivers alike.

Overall, Toyota’s approach to sports car development reflects a strategic balance between honoring its heritage and responding to market dynamics. By exploring collaborations with other brands and diversifying its lineup, Toyota aims to remain a prominent player in the sports car segment while staying true to its commitment to delivering fun and exciting vehicles for car enthusiasts around the world.